商务函电写作开发信

第二讲 商务函电写作基础Essentials for Business Communications2.1 商务函电书写基本原则 Principles for business communicationsA. Courtesy 礼貌 语言要有礼且谦虚，及时地回信也是礼貌的表现。1) We have received with many thanks your letter of 20 May, and we take the pleasure of sending you our latest catalog. We wish to draw your attention to a special offer which we have made in it.2) You will be particularly interested in a special offer on page 5 of the latest catalog enclosed, which you requested in your letter of 20 May.B. Consideration 体谅(you-attitude) 要从对方的角度去考虑问题，而不是从自身出发，语气上尊重对方3a). We allow 2 percent discount for cash payment.3b) You earn 2 percent discount when you pay cash.4a) We wont be able to send you the brochure this month.4b) We will send you the brochure next monthC.Completeness 完整 一封商业信函应概况了各项必需的事项，如邀请信应说明时间、地点等，切忌含糊不清的信件。D. Clarity 清楚 意思表达明确，要注意：1）避免用词错误：5) As to the steamers sailing from Hong Kong to San Francisco, we have bimonthly direct services.此处bimonthly可以是twice a month 或者once two months.，可以改写为：5a) We have two direct sailings every month from Hong Kong to San Francisco.5b) We have semimonthly direct sailing from Hong Kong to San Francisco.5c) We have a direct sailing from Hong Kong to San Francisco.every two months/evert other month.(2) 注意词语所放的位置：6) We shall be able to supply 10 cases of the item only.6a) We shall be able to supply 10 cases only of the item.前者则有两种商品以上的含义。(3) 注意句子的结构：7a) We sent you 5 samples yesterday of the goods which you requested in your letter of May 20 by air.7b) We sent you, by air, 5 samples of the goods which you requested in your letter of May 20.E. Conciseness 简洁(1) 避免废话连篇：1.We wish to acknowledge receipt of your letter.可改为：We appreciate your letter.2.Enclosed herewith please find two copies of.可改为: We enclose two copies of.(2) 避免不必要的重复(3) 短句、单词的运用：Enclosed herewith-enclosed at this time-nowdue to the fact that-because a draft in the amount of $1000-a draft for $1000F. Concreteness 具体 G. Correctness 正确2.2书信格式 StructuresA 结构格式 (layout styles)商务英语书信(Business or Commercial English Correspondence)是指交易时所使用的通信。在美国，常用Business writing，它包括书信、电报、电话、电传、报告书、明信片等。英语和美语在书信体例方面存在着一定的差异，比如信头和称呼、书信格式、遣词、结尾客套语等均有所不同。一般来说，英国书信较为保守，许多英国人喜欢用老式书信体，用词较为正式刻板，而美国书信语言非常生气、有活力，格式也较为简便。因此当我们写信的对象是英国或其旧殖民地国家时，要使用标准式英语Queens English；如果写信的对象是美国或美国势力范围的地区时，就要用美国英语。当然，英国式的语言文化近年来也有变化，但总体来说，两者间的差异是很明显的。商业英文书信，一般都要求用打字机或电脑整齐地打印，左边各行开头垂直的，称为垂直式或齐头式(Block style)，美国常用这种格式；每段的第一个词缩进去，称为缩进式或锯齿式(indented style)，英国常用此格式。垂直式的职务及签名都在左边的边栏界线，这种格式，在极度尊重工作效率的美国公司，已普遍采用。正式的商业英语书信要在称呼的上方写上收信公司名称和地址或收信人的名字全称、职务及地址，称为信内地址（Inside address）。信内地址的写法也有垂直式和缩进式之分，垂直式和称美国式将各行并列，缩进式或称英国式将各行依次退缩。不过，近来英国商业书信信内地址并未依次缩进，似乎与美国式相同。此外，在美国还流行一种普通收信人地址的写法，就是在书信的Inside Address中，把门牌号和街名都省略掉。Email: 格式 Fax: 格式 （略） B称谓差异(Greetings) 在英文书信中要使用敬语，最普遍的敬语是Mr, Mrs和Miss（用于未婚女性）。英国人常在男性的姓名之后用Esq. (Esquire的缩写)，不过在商业上也在慢慢地改用Mr. Mmes. (Madam的复数形式)，用于二个女士以上。Messrs（Mr的复数形式）用于二个以上的男人，或用于二个以上的男人组成的公司或团体。在英国式英文信里，Mr, Mrs, Messrs，均不加缩写句点，相反地趋向于进步自由的美语反而加缩写句点如Mr., Mrs., Messrs.。在称呼方面，商业上最普遍的有Gentlemen（美国式）与Dear Sirs（英国式）二种，相当于我国的敬启者或谨启者。如果信是写给革个公司单位的，不是写给某个具体人的，美语用Gentlemen（复数形式），英语用Dear Sirs。如果对方公司只一人时，必须使用Sir/Dear Sir。称呼后一般要使用标点符号，英国式采用逗号(comma)，美国式用分号(colon)。书信结尾客套语(complimentary close)有多种，相当于我国书信在结尾时使用的敬礼、致敬、顺安等句。最为典型的美国式写法是Sincerely和Best regards，典型的英国式表达有Yours sincerely（熟人或知道对方姓名），Best wishes, kind regards 和yours faithfully（不知姓名）。此外，英国式的客套语还有特别礼貌的格式，但除了特殊情况外，现在不再使用。2.3基本的交易往来函电 Specimen of Routine Communications in Business1. 交易的先声 Trying the wayDear sirs, May 1, 1988Inquiries regarding our new product, the Deer Mountain Bike, have been coming in from all parts of the world. Reports from users confirm what we know before it was put on the market-that it is the best mountain bike available. Enclosed is our brochure. Yours faithfullyZhang Shan2. 提出询价 InquiryDear Sirs, Jun. 1, 1988We received your promotional letter and brochure today. We believe that your product would do well here in the U.S.A. Kindly send us further details of your prices and terms of sale. We ask you to make every effort to quote at competitive prices in order to secure our business. We look forward to hearing from you soon.Truly,Jack Smith3 迅速提供报价 Prompt quotationDear Sirs, June 4, 1988Thank you for your inquiry of June the 1st concerning the Deer Mountain Bike. It gives us great pleasure to send along the technical information on the model together with the catalogue and price list. After studying the prices and terms of trade, you will understand why we are working to capacity to meet the demand. We look forward to the opportunity of being of service to you.Truly,Zhang Shan4. 交易的契机 Opportunity for businessGentlemen, June 8, 1988We have received your price lists and have studied it carefully. However, the price level in your quotation is too high for this market. If you are prepared to grant us a discount of 10% for a quantity of 200, we would agree to your offer. You should note that some price cut will justify itself by an increase in business. We hope to hear from you soon.Yours trulyJack Smith5-1同意进口商的还价 Consent of the counter-offerDear sirs: June 12, 1988Thank you for your letter of June the 8th. We have accepted your offer on the terms agreed. Enclosed you will find a special price list that we believe will meet your ideas of prices. You should note that the recent advances in raw materials have affected the cost of this product unfavorably. However, for your order we have kept our prices down.Sincerely,Zhang Shan5-2 拒绝进口商的还价 Disconsent of the counter-offerDear Sirs, June 12, 1988Thank you for your letter of June the 8th. We regret that we cannot meet your terms. We must point out that the falling market here leaves us little or no margin of profit. We must ask you for a keener price in respect to future orders. At present the best discount offered for a quantity of 200 is 3%. Our current situation leaves us little room to bargain. We hope you will reconsider the offer.Truly,Zhang Shan6. 正式提出订单 Settlement of the order Gentlemen, June 15, 1988We have discussed your offer of 3% and accept it on the terms quoted. We are prepared to give your product a trial, provided you can guarantee delivery on or before the 20th of September. The enclosed order is given strictly on this condition. We reserve the right of refusal of delivery and/or cancellation of the order after this date.Truly,Jack Smith7.确认订单 Appreciation of the orderGentlemen, June 20, 1988Thank you very much for your order of June 15 for: 200 Deer Mountain Bikes.We will make every possible effort to speed up delivery. We will advise you of date of dispatch. We are at your service at all times.Sincerely,Zhang Shan8. 请求开立信用证 Request for L/CGentlemen, June 18, 1988Thank you for your order No. 599. In order to execute it, please open an irrevocable L/C for the amount of US$50 000 in our favor. This account should be available until Sep. 20. Upon arrival of the L/C we will pack and ship the order as requested.Sincerely,Zhang Shan 9. 通知已开立信用证 Notification of L/CDear Sirs: June 24, 1988Thank you for your letter of June 18 enclosing details of your terms. According to your request for opening an irrevocable L/C, we have instructed the International Commerce Bank of China to open a credit for US$50 000 in your favor, valid until Sep. 20. Please advise us by cable when the order has been executed.Sincerely,Jack Smith10. 请求更改信用证 Request for amendment to the L/CGentlemen: Sept. 1, 1988We are sorry to report that in spite of our effort, we are unable to guarantee shipment by the agreed date due to a strike at our factory. We are afraid that your L/C will expire before shipment. Therefore, please explain our situation to your customers and secure their consent to extend the L/C to Sept. 30.Sincerely,Zhang Shan11 . 同意更改信用证Gentlemen: Sept. 5, 1988We received your letter today and have informed our customers of your situation. As requested, we have instructed the International Commerce Bank of China to extend the L/C up to and including September 30. Please keep us abreast of any new development.Sincerely,Jack Smith12. 投诉货运延迟 Consent of amendment to the L/CDear Sirs: Sept 25, 1988Concerning our order No. 599 for 200 mountain bikes, so far you have shipped only 50 bikes against the shipment. We are notifying you that we reserve our right to claim on you for the shortage, if it is confirmed. We have given our customers a definite assurance that we would supply the goods by the end of September. We hope you will look into this urgent matter.Yours faithfully,Jack Smith13.处理顾客投诉 Settlement of complaintGentlemen: Sept. 30, 1988In response to your letter of Sept. 25, we regret your complaint very much. Today we received information from Hong Kong that the remaining 150 bikes were on a ship that developed engine trouble and had to put into port for repairs. The trouble was not serious, and the vessel is now on her way. She should arrive at your place tomorrow or the next day.Truly,Zhang Shan14-1. 处取消订货 Cancelling the orderDear Sirs: Oct. 2, 1988We are sorry that causes completely beyond your control have made it impossible for you to keep the shipment date of Sept. 30. Since you have failed to uphold your end of the agreement, we find it necessary to cancel our order. Unfortunately, our buyers cannot wait indefinitely for the units. We are sorry that it is necessary to take such a drastic step.Sincerely,Jack Smith14-2. 谅解迟运原因 Consent to delayed deliveryGentlemen: Oct. 2, 1988We have received your notice of delay of shipment due to mechanical troubles on the ship. We are pleased that the order is now on its way. Thank you for the notice. We are eagerly awaiting the ships arrival.Yours faithfully,Jack Smith15. 货物损坏报告 Complaint about damaged goodsDear Sirs: Oct. 4, 1988Upon arrival of your shipment, the ships agents noticed that case No. 5 was damaged and notified us. The number of articles in the case is correct according to the invoice but the following articles are broken: (List of articles)As you will see in our survey report and of the ships agents, that these units are damaged and quite unsaleable. Please send us replacements for the broken articles. We await your reply in due course.Sincerely,Jack Smith 16-1 拒绝接受损坏责任 Reluctance for damage obligationsDear Sirs: Oct. 8, 1988 Thank you for informing us of the damaged shipment. Since the units were packed with the best of care, we can only assume that the cases were handled roughly. We therefore urge you to lodge your claim with the insurance company.Sincerely,Zhang Shan16-2. 接受赔偿责任 Acceptance of damage obilgationsGentlemen: Oct. 8, 1988As soon as we got your letter, we got in touch with the packers and asked them to look into the matter. It appears that the fault lies with the packaging materials used. We have since corrected the mistakes. We apologize for the oversight, and are sending a new delivery immediately.Sincerely,Zhang Shan17. 催讨逾期货款 Reminding of delayed balance/paymentDear Sirs: Nov. 30, 1988It has come to our attention that your payment is one month overdue. The units ordered were delivered to you on September 26 and were invoiced on September 30. Payment it due on October 30. We look forward to seeing your remittance within a week.Sincerely,Zhang Shan很多sales朋友常常抱怨，开发信效果很差，100封里面好几十封退信，剩下的就是石沉大海，难得有一个老外回一句“No, thanks.”就可以让你激动半天。 其实大家有没有想过，这样的做法会严重挫伤自己的积极性。可以试想一下，当你一天坐在电脑面前12个小时，从google和各种黄页搜索到客人信息，一封一封开发信发出去，晚上满脸疲惫的回家，等第二天满怀希望上班的时候，邮箱里爆满各种各样的退信，你是什么感受？ 我以前也是做业务的，当年大学毕业后从业务助理、跟单做起，后来做sales和sales manager，PA to director，一直到现在做buyer，中间换了几份工作，也经历过大部分朋友所经历的各种问题。我当时也有这么一段时间，没日没夜地发推销信，找新客人，无休止地报价，但效果甚微。后来跟很多不同的客人熟识了以后，私底下聊起才发现，当初的开发信写的是大大有问题的。很多老外也是做sales的，也会写开发信，为什么成交率比我们高很多？即使不说成交率，回复率也大大高过我们？ 很多刚毕业的朋友们都是学国贸专业出来的，一般都学过外贸函电这门课，老师们反复教你们怎么写商务信函，怎么回询盘等等，其实这些教材几乎都是学院派人士编的，不是老掉牙过时的东西，就是和现实基本脱节的。很多老师一辈子都呆在学校里，连外贸都没做过，你怎么能指望从他们这里学到写商务信函的精髓？真正的好的email，必须要模仿老外的行文方式，尤其是英语为母语的客人！即使你的邮件写得四平八稳，语法精到，整篇下来没有任何错误，在大学里可以拿满分作文了，可客人收到以后，还是怎么看怎么别扭。我觉得，你给客人写邮件的时候，必须要忘记中国人的行文和思维方式，要按欧美人的习惯去思考问题和写邮件，这样才能让客人把你当成同类。 到那一天，你随便写一封邮件，当大部分人都看不出这封邮件出自一个中国人之手，你就出师了！ 我先列举一些大部分朋友写email时常范的错误，大家可以看看，对比一下自己，其中的几条是自己也会有的？接下来再讨论开发信怎么写。呵呵。 1）邮件写得过长。客人的时间很宝贵，每天要收到数百封邮件，你想想，一个不认识的人发了一封又长又臭的邮件给你，英语表述又不好，还加了好几M的附件，你会不会认真去看？而且很多老外的时间观念很强，每天都有几块固定的时间用来处理email，很多长篇大论的邮件，只要不是他的熟人发的，一般会被直接删除，或者是把你的地址设为垃圾邮件。 我问过很多西欧客人，他们一般处理每一封邮件的时间是2-3秒，也就是大致扫一眼，重要的邮件，一般马上仔细阅读并回复，不是太重要的，会在outlook里标注上要处理的具体时间，然后从inbox拉到相应的子目录里。换句话说，只要客人的邮箱地址是对的，也是你要找的right person，你的开发信只能停留在他眼前2-3秒，就是决定命运的时刻了。这种情况下，试问你敢不敢把邮件写得很长？ 2）没有明确的主题。一个不明确的主题，会让客人根本没兴趣去打开陌生人的邮件。这个就需要经验了，内容要言简意赅，直接吸引客人通过主题去点开邮件，目的就达到了。至于他看了以后有没有反应，就要看实际情况和你内容的功力了。有些人写邮件会这样设置主题：“we are the manufacturer of lights”，又或者“need cooperation”，或者“Guangdong * trading company ltd”，或者“price list for lights-Guangdong * trading company ltd”等等，一看就知道是推销信。当你一个礼拜就收到一封推销信，你可能会有兴趣看看，但是如果你一天收到N封推销信，估计就会很厌烦，直接删掉算是客气的了。所以如何把主题写好，让客人知道这是封推销信，还是要忍不住打开看看？就要根据之际情况来判断了。 举个例子吧，假设我是做太阳能灯的公司DEF Co. Ltd，目前公司最大的客人是美国的Home Depot，尽管可能是通过贸易商做的，不是直接合作，但是完全可以当作一个开发新客人的筹码！如果我要写一封开发信给美国的ABC inc（这个名字是我编的），我从google上了解了一些这个公司的信息，知道他们是美国的进口商，有做太阳能灯系列，希望能试着开发这个客人，我一般会这样写主题，“Re: ABC inc/Home Depot vendor-solar light/DEF Co., Ltd.” 其中，ABC inc代表了客人的公司名，你在写给他的主题上首先加上他公司名，表示对他们公司的尊重；Home Depot vendor-solar light明确表示你是北美第二大零售商Home Depot的太阳能灯供应商，既表明了实力，也勾起他的兴趣；最后的DEF Co., Ltd.代表自己公司。这样一来，假设你找对了人，这个正是ABC公司太阳能灯的buyer，又或者是他的某一个主管，突然某一天收到这么一个主题的邮件，哇，home depot的供应商找上来了，太棒了，应该看看是不是有合作机会，是不是比原有供应商更好？他打开邮件的概率会非常非常大！再说了，这个主题设置的还有一个好处，就是客人即使暂时不回你邮件，只是放在收件箱里，但是将来某一天他突然想让你报报价，很容易就能找到这封邮件！只要关键词输入home depot，保证一下子就找到。 3）长篇大论的公司或工厂介绍。我现在做buyer，也会收到工厂和贸易公司的推销信。贸易公司还稍微好一点，很多工厂的业务员，开发信实在写得不咋地，简直可以说是惨不忍睹，既浪费客人时间，也浪费自己时间。我经常会收到类似的邮件：“我们是某某照明灯具厂，地处美丽的长江三角洲东南，交通便利，风景优美，离上海和杭州仅仅2小时车程，我们公司成立于2002年，具有丰富的太阳能灯生产和开发经验，享誉全球，我们工厂获得ISO9001：2000质量体系，严格按照5S管理，真诚欢迎您来我厂参观拜访，希望和您建立起长久的业务关系，我们以真诚和服务赢得客户”诸如此类的话，客人会看得很不耐烦，即使你是一个很好的公司或很好的工厂，第一次就收到这样一封邮件，任谁都会感到厌烦的。 有朋友会反问，那是不是完全不写呢？我的回答是，也不一定，要看具体情况。如果你的公司有突出的优势，可以写，但是最好一笔带过就可以了。可以这样写：We supply solar lights for Home Depot with high quality and competitive price. Hope to cooperate with you! 简单一点，一两句话点到重点，调起老外的胃口，让他反过来问你各种问题，你的目的就达到了。做业务久了你就发现，很少有客人每封邮件长篇大论的，即使有，也是极少数的特例，或者是要确认一些细节之类的。 4）爱炫耀英文水平。以前有个助理，英语八级，刚毕业的学生，要她给老外写email，总是喜欢把文字写得很出彩，各种语法从句层出不穷，还喜欢用冷僻词，让人理解都需要老半天。如果是英语为母语的客人或者德国、北欧这些英语很棒的客人还好一点，如果你写给韩国人日本人中东人法国人，那就要他们老命了，看一封邮件还得用上字典或翻译工具，还是半懂不懂，你说客人会对你印象好么？ 丘吉尔讲过一句话，具体的内容我忘了，大致的意思是，真正的高手，你要把最复杂的东西用最简单的文字表达出来，全部用最简单的句子，最简单的词汇，让小学生都能看懂。 其实把简单的东西复杂化很容易，把复杂的东西简单化就不容易了，需要多学多模仿客人的邮件，用最简单的词汇来表达你要表达的东西。外贸函电的精髓就是，“简单简单再简单”，能用一个词表达的绝对不用两个词或短语，能用一句话写清楚的，绝对不写两句。谁能用最少的句子表达同样的意思，那就是最厉害的！ 举个例子吧，我以前招助理的时候，会考他们的email水平，我把中文意思告诉他们，然后让他们用英文来模拟一封邮件。内容很简单，写一封邮件告诉客人Mike，上次收到的样品已经寄给工厂了，但工厂说材料不是ABS，而是PP，价格他们需要重新核算，但近期内原材料涨价，希望您能尽快确认，我们好采购原材料并安排生产。 第一个应聘者是这样写的：Dear Mike,This is Jenny from EDF Co. Ltd. Were so pleased to receive your samples. I already sent them to our factory last week, and was informed the real material is PP, not ABS as you mentioned last time. Whats the matter? Ill give you reply as soon as we get the offer from the factory. It will take several days. Please be more patient. But they also told me, the raw material increased these days. Could you please confirm the price quickly after you get it? Well purchase the raw material and do the production immediately!Looking forward to your reply. Thank you!Best regards,Jenny 这封邮件写得好么？老实说还可以，虽然主动语态和人称多了点，但是内容都点到了，表达也算通顺，用的词汇也都是挺简单的，不难懂。但是不是有点啰嗦？如果能简单一点，是不是更好？我们看看第二位应聘者写的email：Dear Mike,How are you?We received your all samples. The factory checked the details, and found the material was PP, not ABS as you told.Please give them some more time to re-check the price, because the material is different from the past orders. However, the material was increased very quickly! Therefore, please kindly place the order soon if the price is ok for you! Well do production asap.Thank you in advance!Kind regards,Tommy 这封呢？我个人觉得比上一封号一点，毕竟主动和被动语态结合，“We”只出现了一次，不算太枯燥。内容也稍微简单了一点，点到位了。最重要的是，他把purchase the raw material去掉了，直接用“Well do the production asap.”这样更简洁，毕竟你要生产，能不采购原材料么？所以这是废话。缺点是，我个人感觉还是啰嗦了一点。 我会这样写：Hi Mike,Samples received and already passed to vendor. The material was PP, not ABS. Offer sheet is preparing and will be sent to you soon.By the way, raw material increased these days, pls make a decision quickly to go ahead after price confirmed. Well arrange the mass production asap.Thanks and best regards,C 几句话点到主题，表达清楚就可以了。能用一句话表达的，千万不写两句，省掉一切能省的废话。写完以后其实可以读一遍，看哪句话可以删掉，哪句话可以换一种表达方式，少用第一人称，多用被动语态！等到你重新检查的时候，发现已经简单的不能再简单，没词可以删了，那就点“发送”吧只要做到“简洁”、“清楚”、“准确”，这就是一封好的email了。 5）喜欢用奇奇怪怪的字体。很多人为了追求醒目，总喜欢用很夸张的字体，颜色，甚至放大，加粗，再用斜体等等，其实一眼看上去会让人很不舒服。经常跟老外写email的人会发现，客人很少会用奇怪的字体或者粗体，甚至全部大写来写邮件，除了少数的尼日利亚、非洲客人，我还真没遇到过别的。欧美人一般比较常用的字体就是以下几种：Arial，Verdana，Calibri，Times new roman，也有一些用Tahoma字体的，但相对少一点。一部分台湾和香港客人会用PMingLiU这种字体。至于颜色，一般都是黑色或者蓝色，别在一封邮件里出现多种奇奇挂怪的颜色，像彩虹一样，看着不舒服。 一般客人在邮件里特别加粗，或者大写，或者用红色标注的，肯定是特别强调的东西。比如有个客人的邮件如下：Dear C,Please help to send the samples to my HK office BEFORE THIS WEEKEND.Thanks.Rio 这就很明显了，客人用大写的目的是为了提醒并强调，必须要周末前寄出！可能这封邮件很简单，你不太容易忽视，但是如果一封很长的邮件，里面详细确认各种规格的时候，突然加了一句要你周末前寄样品，是很容易被忽略的。 6）主动语态用得太多。英文信函中，如果你仔细琢磨老外的行文方式，很少会充满We，I之类的人称的。相反要多用被动语态。 比如说，我们明天会寄你样品。中国人喜欢说Well send you the samples tomorrow. 这句话没错，语法正确，意思清楚，但是老外就不喜欢这样说。他们通常会这样写：Samples will be sent to you tomorrow. 用得是被动语态，人称就没有了。 7）经常会问一些毫无意义的话。比如Do you want our products？这句话被我列为最傻疑问句排行榜第一名。如果客人说No，你怎么回复？那就没下文了哦。而且本身你是去推销的，你希望客人感兴趣，你要引起客人的兴趣。但是这句话就大煞风景，等于一下子就把客人逼到了绝路上，一定要说是或者否。 还有诸如Do you interested in our products? Are you sourcing for *? How is your business recently? Would you like to cooperate with us? 这些都是毫无意义的话。 开发信还是要直接一点，告诉客人你是谁，你做什么，你的优势在那里。只要清楚表述出这3点，就完全足够了。其他的东西可以以后慢慢谈。 8）喜欢用附件和图片。附件和图片并不是不好，但是第一次发开发信的时候如果有附件或者插入了图片，很容易被国外的服务器拦截的。很多人喜欢第一次联系客人的时候就使用报价单，或者打包很多产品图片，或者发电子样本给客人，这样的成功率并不高，不是被默认为垃圾邮件，就是直接被客人删了。只有一种情况除外，当你收到一个新客人的询价的时候，那你回复的时候，就可以插入报价单或者图片了。 第一次联系客人的时候最好全文本，不要出现任何的图片和附件。 即使收到客人询价后第一次报价，如果不是客人指定，尽量避免用excel或word附件，最好是直接在邮件里写明。我一般会这样写：Item: Solar lantern with soft handle Model No.: HBC-294847/KTDescription:.(把详细的规格写清楚)Package: color boxMOQ: 1,000pcsPcs/ctn: 20pcs/ctnCtn size: 50*40*60cmGW/NW: 20kg/18kgQty/20: .pcs; Qty/40: .pcsLoading port: ShenzhenPayment terms: T/T, L/C, D/P, etc.Valid time: 60 daysFOB Shenzhen: USD2.39/pcCIF Valencia: USD2.45/pc 以上是我随便写的，只是想说明一点，报价单少用，